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CHAPTER 5 Segmenting, Evaluating, and Selecting Target Audiences
Type: E
1. What are the major benefits of selecting a Target Audience for your effort?
For each of the following, which one variable does not “belong” in that category?
2. Demographic
3. Geographic
4. Psychographic
5. Behavior-related
6.Stage of change
Consider a Social Marketing effort to influence physical activity.
Type: E
7. What is one potential demographic segment you might target?
Type: E
8. What is one potential geographic segment you might target?
9. What is one potential psychographic segment you might target?
10. What is a potential behavior-related segment you might target?
11. What Stage of Change would you target?
12. The Show Me Group
13. The Help Me Group
14. The Make Me Group
15. Which one is typically the largest?
16. Which one should social marketers concentrate on?
17. Which one would you target to get increased numbers of people who have adopted the recommended
behavior?
18. Why?
19. What is an example of a downstream target audience?
20. What are two potential midstream audiences?
21. What are two potential upstream audiences?
22. What was the primary segmentation variable used to identify the target audience?
23. What other variable determined strategies employed?
24. What segmentation variable did the authors of the case use to label the three groups: The Safe
Responsibles, The Stoic Individualists, The Thrill-Seeking Socializers.
